During the off season, you want to keep people paying attention to the program. You want them chatting. You want them directing mental energy toward the Hokies. You want to cultivate excitement about what's to come, whatever happens to be around the corner. Information is one of the best tools available to make this happen. It's basic branding. You want as many brand impressions as you can possibly get. This breeds familiarity, interest, and comfort - maybe even some excitement. In turn, this not only keeps and holds attention, it "softens the beach" for a more direct sales pitch - in this case, the Hokie Club coming and asking for more money. Think of it this way, if your job is to get people to donate money and/or join the Hokie Club, who would you rather pitch to, someone who's all amped up about the program or someone who's thoughts have mainly been on their family vacation or that word working project in the basement?